Customer relationship management (CRM) can improve organization’s performance through applying customer knowledge and … isolation mostly focusing on technology ignoring other extra-organizational issues like social rapport and customer knowledge … attention in the previous literature. Therefore, the main purpose of this research is to investigate the role of CRM, customer …

. This study provides the descriptive analysis of the CRM implementation and two important factors: customer knowledge and … knowledge. The results show that CRM application is extensively used in the firms who store and manage customer knowledge. This … customization. The aim is to analyze the degree to which service firms utilize CRM technology, customize services and store customer …